Gustavo Gorenstein Joins Jeeves as CEO, to Accelerate the Expansion in Brazil’s Booming Market

Jeeves, the leading all-in-one expense management platform, is pleased to announce the appointment of Gustavo Gorenstein, “Guga,” as the new General Manager for Brazil. This significant appointment underlines Jeeves’ commitment to the Brazilian market, which has rapidly become a key focus area for the company’s growth strategy.

Guga’s extensive experience in both the corporate and startup ecosystems makes him an ideal leader for Jeeves in Brazil. He began his professional journey with the Coca-Cola Company in Brazil and later earned a Master’s degree in Technology Entrepreneurship from the London Business School. Guga is also no stranger to the world of startups, having founded Poup, a cashback website and BxBlue a payroll loan company in Brazil long before the lean startup methodology gained popularity.

His experience in entrepreneurship saw him go through the highly acclaimed Y Combinator accelerator, culminating in the successful sale of his second company to PicPay. After his tenure in the corporate world, Guga felt drawn back to the fast-paced, innovative atmosphere of startups—a passion that ultimately led him to join Jeeves.

“Leaving my previous company was a tough decision, but I realized that corporate structures were stifling my ability to innovate. Jeeves offers an incredible opportunity to not only disrupt the market but to do so in a way that is truly localized for Brazil’s unique needs. I’m excited to bring my founder’s mindset, industry connections, and team-building expertise to Jeeves as we continue to grow in this dynamic market,” said Guga.

Jeeves has already established a strong presence in Brazil, with its sights set on further growth. The company differentiates itself from competitors through its localized services, including bulk payments, and its robust credit offerings. Jeeves’ international payment railways also provide businesses with a seamless cross-border payment experience—another key advantage in the Brazilian market.

“Brazil is a critical market for Jeeves, and Guga’s appointment is a reflection of our commitment to investing in the region. His unique background, combining corporate experience with startup agility, positions him perfectly to lead our efforts here. With his leadership, we are confident that Jeeves will continue to thrive and deliver unparalleled value to our Brazilian customers,” said Dileep Thazhmon, Founder and CEO of Jeeves.

Dileep Thazhmon is visiting Brazil next week to formally introduce Guga to key stakeholders and the media, further underscoring the company’s dedication to its growth in the region. With Guga at the helm, Jeeves is poised to leverage the significant opportunities in Brazil, focusing on building trustworthy relationships with customers and tailoring its services to meet local needs. His vision for the future aligns perfectly with Jeeves’ mission to empower businesses through cutting-edge financial solutions.